Bigness does not lead to greatness. Dan Wieden observed,
“At the end of the day, size and scale isn’t king, relationship is king. And getting bigger doesn’t make relationships easier, it makes them more difficult.”
People want to work with others they know and trust. Concentrate on building relationships and the bigness of your agency will take care of itself.
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Michael Gass, agency new business consultant, primarily to small and mid-size advertising agencies, utilizing both traditional and new media tools.
